ACCOUNT BASED MARKETINGTHE “FRIENDLY” WAY

Beachhead

Marketing

Contact Uswww.beachheadmarketing.comemail: steven@beachheadmarketing.com

About

Contact Uswww.beachheadmarketing.comemail: steven@beachheadmarketing.com

• A marketing agency founded to help B2B marketers adapt to the changing world of marketing technology.

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Has this ever happened to you?

Dear Steven Moody,

I am glad …

What are Friendly Names?

The modification of an official name to make it more human-

friendly.

Would you feel like this was personalized to you?

Would you feel like this was personalized to you?

Not really.

Examples of a friendly name of a company

• A short version of the full legal nameEx: Cisco instead of Cisco Systems Inc.

• An abbreviation that the company widely uses themselvesEx: BofA instead of Bank of America Corporation

• The text in the company’s trademarkEx: HP instead of Hewlett-Packard

What’s Wrong with Legal Names?

Inhuman-like

How You Use Friendly Account Names in One Hour

1. Add a field called “Friendly Company Name”

2. Filter names that belong to the same company

Ex: Beachhead, Beachhead Marketing, Beachhead Marketing Inc., etc.

How You Use Friendly Account Names in One Hour

3. Review list of account names and fill in the friendly names

4. For unfamiliar companies, check their official websites and social media profiles

How You Use Friendly Account Names in One Hour

Alternative to step 3-4:

Use Excel formulas to remove unnecessary legal suffixes.

How You Use Friendly Account Names in One Hour

5. Review for wrong names made up by the shortcut formulas

Why You Should Add More Small Human Touches

To create1-1 conversation

with potentialcustomers.

Automation is an engine, not a

human.Add human touches to your

marketing.

Contact Uswww.beachheadmarketing.comemail: steven@beachheadmarketing.com

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THANK YOU

Contact Uswww.beachheadmarketing.comemail: steven@beachheadmarketing.com